NEW YORK — Fortunoff is putting the final touches on its first new full-line store in 15 years, scheduled to open Wednesday in a 265,000-square-foot complex on Maple Avenue in White Plains.

The complex, called Fortunoff: The Source at White Plains, is located across the street from the Westchester Mall and occupies a site formerly held by a 128,000-square-foot Saks Fifth Avenue store that was razed to construct the new building.

“This is our most ambitious project yet, as we have never demolished a building and built one from scratch,” said Louis Fortunoff, executive vice president of Fortunoff and a principal in the company. “We have been interested in the Westchester market for 20 years and we feel we have a lot of potential in this area.”

In addition to the Fortunoff store, which occupies 185,000 square feet, the building also has three restaurant tenants: The Cheesecake Factory opened last week, and Whole Foods Market and Morton’s Steakhouse are slated to open in the spring. The entire project cost about $92 million, said Fortunoff.

The Westchester store isn’t the largest unit for the $400 million jewelry, furniture and houseware retailer, but its expected to be among its most successful, with estimated annual sales of about $80 million, according to company projections. The complex is expected to employ close to 1,000 people and is considered a big boon to the economic development of White Plain’s downtown area.

Louis Fortunoff said the White Plains unit is part of a strategy to build up the regional chain in the Northeast.

“We are looking to step up our expansion plans, and while we don’t have any specific plans, we are looking at areas such as Suffolk [County in New York], Central or Southern Jersey and King of Prussia in Pennsylvania,” he said.

The Fortunoff business was started in 1922 in Brooklyn by Max and Clara Fortunoff, who opened a small store on Livonia Avenue selling housewares, and the company is still run by members of the Fortunoff family. The firm now has five other full-line stores, as well as a clearance center, a backyard store and two small shops for watches and baby gifts, and it also sells its products online at fortunoff.com.The three-floor department store in White Plains heralds a new design concept that has an open and airy feel, with wide walkways and plenty of space between departments.

“It’s more departmentalized and very brand centered,” said Arlene Putterman, director of sales promotion and public relations, during a tour of the new facility. The fixtures have been lowered so its easy to navigate the space, and signage has been enlarged and improved, she noted.

The unit carries the full range of Fortunoff offerings, including furniture, china, crystal, housewares, small appliances, luggage, a Christmas shop, a lighting area, an art gallery and a 10,000-square-foot watch and jewelry department. There are more in-store home shops in this location, including ones from Lladro and Christofle, and brands including Donna Karan, Calvin Klein, Frette and Yves Delorme are among the offerings in linen and bedding.

A number of new technologies have been incorporated into the store, such as a wireless scanning system bridal registry that allows registers to see immediately if something has been discontinued.

The jewelry department, located on the store’s first floor, includes a wide array of products ranging in price from $40 for small silver earrings up to $40,000 for some large diamond pieces.

“We are still focused on everyday value, but we are putting our best foot forward here,” said Ruth Fortunoff, another principal in the company, as she toured the jewelry department.

The department has special lighting that is tracked directly above the cases, allowing for better viewing, she noted.

Most of the jewelry the company sells is unbranded and sourced by Fortunoff, although there are a few designer names such as Erica Courtney, Nanis, Carolee, Lois Hill and Judith Jack. There is also an antique and estate jewelry department, as well as two private salons for diamond engagement rings, a service department and areas for men’s and baby jewelry.

The watch area includes some 35 brands, including Tag Heuer, Baume & Mercier, Citizen, Omega, Raymond Weil and Brietling.

The company paid $13 million for the site in 2001, and the project took about two years to complete.The three-floor department store in White Plains heralds a new design concept that has an open and airy feel, with wide walkways and plenty of space between departments.

“It’s more departmentalized and very brand centered,” said Arlene Putterman, director of sales promotion and public relations, during a tour of the new facility. The fixtures have been lowered so its easy to navigate the space, and signage has been enlarged and improved, she noted.

The unit carries the full range of Fortunoff offerings, including furniture, china, crystal, housewares, small appliances, luggage, a Christmas shop, a lighting area, an art gallery and a 10,000-square-foot watch and jewelry department. There are more in-store home shops in this location, including ones from Lladro and Christofle, and brands including Donna Karan, Calvin Klein, Frette and Yves Delorme are among the offerings in linen and bedding.

A number of new technologies have been incorporated into the store, such as a wireless scanning system bridal registry that allows registers to see immediately if something has been discontinued.

The jewelry department, located on the store’s first floor, includes a wide array of products ranging in price from $40 for small silver earrings up to $40,000 for some large diamond pieces.

“We are still focused on everyday value, but we are putting our best foot forward here,” said Ruth Fortunoff, another principal in the company, as she toured the jewelry department.

The department has special lighting that is tracked directly above the cases, allowing for better viewing, she noted.

Most of the jewelry the company sells is unbranded and sourced by Fortunoff, although there are a few designer names such as Erica Courtney, Nanis, Carolee, Lois Hill and Judith Jack. There is also an antique and estate jewelry department, as well as two private salons for diamond engagement rings, a service department and areas for men’s and baby jewelry.

The watch area includes some 35 brands, including Tag Heuer, Baume & Mercier, Citizen, Omega, Raymond Weil and Brietling.

The company paid $13 million for the site in 2001, and the project took about two years to complete.

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